This weekend, I am doing something I thought would never happen.
I am turning 30.
Before you start to shower me with "You don't look a day over 29!" or "It's not as bad as turning 40!", it's ok. I am starting to embrace it. Why? A couple of reasons:
- I always welcome days that are all about me, and gifts that correspond with those days.
- It means a whole new decade.
I was thinking about what it means for me to be turning 30.. and turning 30 as a gay man. Instead of using this space as a therapy session to help me release the white-knuckle grip I have on 29, I thought I would look at this from a different, more professional perspective. How should companies market to me, a gay man turning 30? What's the best way to engage with me?
Some suggestions, all you chief marketing officers who read this blog:
- Recognize that my "nightlife" does not involve club hopping or LGBT happy hours. I prefer to spend my nights with my family, or with my partner. This means reaching me at home. Advertise on the channels I watch. Send LGBT-sensitive materials to my house.
- I love to travel. I'm at the age (and with no children) where I can plan a great vacation somewhere. Tell me you understand my needs as a frequent LGBT traveler. Understand the hot-spots we frequent, give us discounts, or create a LGBT professional network where we can earn points by flying with your airline. More importantly, show us you support our community by sponsoring our events and causes.
- Speaking of travel, if you are a hotel, try to expand your definition of "family friendly" by incorporating same-sex families and children. We like a good beach/water-slide as much as the next person.
- I also love the stage. Meaning, I like to go see plays and musicals every once in awhile (i.e. all the time). The non-profit/arts community is really struggling in this economy. I could really get on board with a company who took the time to lend financial support to struggling theater districts around the country.
- TV and movies are a personal obsession (shock!). Get behind programs/networks/movies who incorporate LGBT characters. Applaud groundbreaking shows that dare to open our closet.
- My job is important to me, which means that I am always looking for professional development opportunities. Show me leaders in your company who are role models for the LGBT community. Share your best practices on how you engage with us.
- Shopping can be therapy. If you are a retailer, create some opportunities to market LGBT specific products. And if you happen to be a luggage manufacturer/designer–listen up. I want a fabulous set of luggage. I don't want the traditional black/grey/brown suitcase. I want color. I want patterns. I want fabulousness. And, if you are an electronics retailer, lord knows I spend a lot of money with you. Turn around and spend some money on our community.
- Don't call it "chick fiction" or "chick flick." If I am told one more time that the Meryl Streep movie I am going to see, or the "Shopaholic" book I am about to read, is for "chicks," I will scream. Granted, I will still read/see both, but I will shout the whole time. Recognize that a good movie, or a good book, is simply that– good. Don't tell me what sex will enjoy it most.
- Holidays are especially a favorite time for me– so make it even better by giving me card/flower/imagery options that recognize that I'm not a father of two bringing flowers home to the wife for the holiday.
- Take the time to get to know me as a unique consumer. I promise you, it will be worth your investment.
So happy birthday to me. I'm taking the weekend to celebrate, with those I love the most. And, I am making my mom bake 30 cupcakes. It's only fair, since turning 30 is actually her fault.
How old are you turning this year? What do you wish companies knew about you?
Until next week (when I am 30).
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